At INFLOW Global Summit 2019, Shane Barker (Digital Strategist, brand, and influencer consultant) gave a speech about the past, present and bright future of influencer marketing with examples from the brands.
Watch the video for the enthralling speech or read below for some of the highlights!
The Definition of Influencer
In the past, brands were partnering up with athletes, singers, actors and so on. They aimed to reach a broader audience through globally famous people.
In present times, influencer marketing campaigns are run through reality stars, bloggers, activists, thought leaders and micro and nano influencers.
In reality, micro and nano influencers are the rising stars of influencer marketing campaigns. Brands have realised that having millions of followers is not the main deal. Their follower numbers are relatively small but they have a highly engaged audience. Also, collaborating with them is more cost-effective than macro influencers with more followers.
In the future, the emphasis on micro influencers will increase. Since they tend to create their own unique contents in their niche areas, theirs turn out to be more intimate and genuine campaigns in the end. Besides, it helps to create a trust-based relationship with the brand.
Increase in In-House Influencer Programs
In-house influencer programs is used to indicate brands hiring an employee or a team to conduct an influencer marketing campaign rather than working with an agency. With in-house influencer marketing programs, a brand establishes an ongoing relationship with influencers and takes the upper hand over the campaign process. It also helps them reach the data that will assist them for the future campaigns.
CGI Influencers Over Real People
Computer Generated Influencers have been used in marketing campaigns for the past couple of years. One of the reasons they are favored by the brands is that they are cost-effective and time-effective. They don’t need a photography crew and location for the photoshoot. Since there is no restriction on logistics, it also saves time to find the perfect lightning, weather and all other travel expenses. In the end, the ultimate goal for marketing campaigns is to reach the audience and impress them. CGI influencers are relatively new to the world and they tend to gain more attention from followers so impressing the audience is much easier.
What do you think will be the future of influencer marketing? Leave a comment down below or reach out on our socials!